I'm designing a new course "Entrepreneurial Marketing in a Digital World" to teach at Boston College School of Management. What are some good ideas for my syllabus or teaching plan?

As one (former college) instructor to another, here are a few keywords or ideas to research and consider adding to the course: Content Marketing Agencies, all the variations, and their differences (pro/cons.) Branded Storytelling Marketing (all types) Strategy vs. Execution The Campaign vs. a Program... hint: campaign has an end date. Content Marketing and Content Management Technologies Measure, Measure, Measure, Test, Measure, etc. Brand Influencer Marketing Content Marketing Institute How to be a part of the trends... i.e.: wearable tech is next! New positions in Marketing.... i.e..: CCO, CMT, CMO, CSO, WIIFM Cover the basics again, and the guerilla tactics, and my personal favorite new trend I am becoming the guru for: CrowdFunding... the marketing program that pays you!

I couldn't agree more with the comments from Geoff on inbound marketing. It's all about using your marketing to mirror a businesses sales process. Marketing today is highly customer centric and about providing them with useful content that follows them on the buyers journey, promotes them to the next step and then eventually into the sales funnel at the decision making stage.  My company CEO just published a great blog with Google Hangout that shows the strategy behind inbound marketing.  It also has a great graphic from Hubspot (which Geoff was right on about!) that is a great visual representation of the buyers journey. http://pageladder.com/4-tips-to-increase-your-sales-pipeline-with-inbound-methodology/

If you are not doing so already you should drop by the Cambridge Innovation Center in Kendall Square. It has space for startups and has various support services. There is also a section where earliest stage entrepreneurs play musical chairs and network with each other, Cambridge Coworking Center. I hope to be there in January and February before lighting out to the Valley for six weeks.

I think you should look at how these two young filmmakers rode the rise of social media as they made their film.   I use this in my class and it's proven popular. Four Eyed Monsters http://www.foureyedmonsters.com Start by watching the video podcasts.  You can see how this project was deeply embedded in the Digital World, their relationship, the film and the set of media around the film couldn't have existed otherwise. The steady release of behind-the-scenes as the film was being edited and brought to market built anticipation for this little film's release.  They participated in social sites in promotion, even harnessing fans of the podcast to get cinemas to secure screenings.  It's very instructive, they were groundbreaking at the time and the video material will provide great classroom prompts for discussion.

Geoff, I'm actually a Hubspot partner and have clients using it.  Inbound marketing will be an important component of the class, indeed via Hubspot University, each student will be setting up their own website and applying the inbound marketing methodology.

I would suggest that you look at the work that Hubspot and others are doing in the area of "inbound marketing", which is about changing the classic marketing paradigm from "I tell you the story about me that I want you to hear, in hopes of arousing your interest in my offering" to "I respond to your already expressed interest in content related to my offering".

Id think an analysis of successful and unsuccessful Kickstarter campaigns would be timely and appropriate.  Maybe combined with a loo kat other crowd funding attempts.